Chapter 1-7 test 1

Question 1

True or False: IMC is a holistic approach where all aspects of marketing work together toward a common goal.

Answer 1

True

Question 2

True or False: The goal of both traditional and integrated marketing is to create awareness.

Answer 2

True

Question 3

True or False: Integrated marketing focuses on creating personalized and tailored messages.

Answer 3

True

Question 4

Which of the following are organizational benefits of IMC?
* Market
* Brand
* Operations
* Financial
* Each of these

Answer 4

• Each of these

Question 5

True or False: Successful IMC campaigns provide the right message to the right customer at the right time using the right channel.

Answer 5

True

Question 6

When first introduced, IMC consisted of all of the following, except ________.
Advertising
Public relations
Social media
Direct marketing
Sponsorships

Answer 6

Social media

Question 7

True or False: When using IMC, the various marketing functions within an organization have different objectives for how they will communicate with their target audience.

Answer 7

False

Question 8

Which of the following are characteristics of integrated marketing?
* Company-driven
* Mass-market focused
* Speaks at the consumer
* Creates a two-way conversation
* None of these

Answer 8

• Creates a two-way conversation

Question 9

True or False: Integrated marketing uses a sales-oriented approach in reaching out to potential customers.

Answer 9

False

Question 10

Marketing tactics used in public relations include all of the following, except ________.
Press kits
News stories
Speeches
Community relations
Entertainment festivals

Answer 10

Entertainment festivals

Question 11

True or False: IMC calls for centralized messaging so that everything a company says and does communicates a common theme and positioning.

Answer 11

True

Question 12

Before the implementation of integrated marketing, the function of a company’s promotional activities was focused on ________.

Answer 12

Mass media advertising

Question 13

The combination of mass media advertising with direct marketing, sales promotions, and direct marketing is known as ________.

Answer 13

Integrated marketing communications

Question 14

Which of the following is true of integrated marketing communications?
Separates the various types of promotional activities
Is often referred to as digital marketing
Is a holistic approach to promotional activities
Relies of mass marketing advertising

Answer 14

Is a holistic approach to promotional activities

Question 15

True or False: The difference between traditional marketing and integrated marketing is the ability to have direct access to a target audience.

Answer 15

True

Question 17

True or False: The goal of an IMC campaign is to reach customers through a combination of marketing tactics to inform and influence the target audience in the decision-making process.

Answer 17

True

Question 18

Which of the following is a / are step(s) in developing an integrated marketing campaign?
*Each of these
* Identify the campaign objectives
* Select the target audience
* Define the message
* Determine the appropriate communication channels

Answer 18

Each of these

Question 19

True or False: If one part of an IMC campaign is not working, marketers need to cancel the entire campaign and start over.

Answer 19

False

Question 20

True or False: The five characteristics of effective marketing campaign objectives are specific, measurable, achievable, relevant and time-based.

Answer 20

True

Question 21

True or False: A benefit of a user-generated content campaign is that content created by customers resonates better with the market than content created by the company.

Answer 21

True

Question 22

True or False: Brand positioning creates a picture in the mind of the consumer and communicates the unique value proposition of the brand.

Answer 22

True

Question 23

Brand positioning strategies include ________.

• Each of these
• Competition
• Price
• Use / Application
• Quality

Answer 23

Each of these

Question 24

True or False: A brand positioning statement is the way a company / brand / product / service is defined by the company.

Answer 24

True

Question 25

True or False: A brand positioning statement will remain the same over the long-term.

Answer 25

False

Question 26

True or False: A good positioning statement will be both believable and memorable.

Answer 26

True

Question 27

True or False: The first step in the development of an IMC campaign is to review the overall organizational objectives.

Answer 27

True

Question 28

True or False: An influencer marketing campaign engages with social media influencers to expose a product / service to an existing target audience.

Answer 28

True

Question 29

All of the following statements about marketing campaign options are true, except: A brand awareness campaign needs to highlight the “what” the company does and the products and services it sells. A product / service launch creates excitement with the right target audience. A search engine marketing campaign drives potential customers to a company’s social media pages. A user-generated content campaign uses customer created content to promote the company.

Answer 29

A search engine marketing campaign drives potential customers to a company’s social media pages.

Question 30

Which is an example of a seasonal push marketing campaign? *Each of these * Spring * Christmas * 4th of July

Answer 30

Each of these

Question 31

True or False: When determining the best type of campaign to run, marketers need to focus on the organizational objectives.

Answer 31

True

Question 32

One of the categories used to segment consumer markets is ________.

Answer 32

Behavioral segmentation ## Footnote Other categories include supplier segmentation, demand segmentation, product segmentation, and regional segmentation.

Question 33

Segmentation based on where potential customers live or work is referred to as ________.

Answer 33

Geographic segmentation ## Footnote This can include zip code segmentation, district segmentation, and street segmentation.

Question 34

True or False: The purpose of Kellogg’s offering different cereals targeted at various types of customers is to better serve the customers’ needs.

Answer 34

True

Question 35

True or False: The five criteria used to analyze the attractiveness of a market segment include measurable, accessible, sustainable, similar and actionable.

Answer 35

False ## Footnote The correct criteria include measurable, accessible, sustainable, substantial, and actionable.

Question 36

Marketers use buyer personas to better understand ________. Potential customers’ wants and needs How potential customers buy Forms of communication potential customers use Each of these

Answer 36

Each of these ## Footnote This includes potential customers’ wants and needs, how potential customers buy, and forms of communication potential customers use.

Question 37

The four types of target market strategies used by companies to market their products include all of the following, except ________.

Answer 37

None of these ## Footnote The types include undifferentiated, mass, and concentrated.

Question 38

True or False: The primary difference between concentrated targeting and differentiated targeting is that concentrated targeting focuses on multiple types of consumers.

Answer 38

False ## Footnote Concentrated targeting focuses on a single type of consumer.

Question 39

True or False: Businesses research the competition in order to learn how to differentiate themselves and effectively compete in the market.

Answer 39

True

Question 40

True or False: Indirect competitors are businesses that offer the same products or services fulfilling similar needs to the same target audience.

Answer 40

False ## Footnote Indirect competitors fulfill similar needs but may not offer the same products or services.

Question 41

True or False: Personalized targeting creates a personal connection in order to increase brand loyalty.

Answer 41

True

Question 42

A marketing strategy that creates promotions for individuals within a specific geographical area is defined as ________.

Answer 42

Local marketing ## Footnote This is distinct from undifferentiated, niche, and differentiated marketing.

Question 43

A ________ consists of consumers who share common needs or characteristics that the company determines as the best audience for their product/service.

Answer 43

Target market ## Footnote This is also referred to as a market segment.

Question 44

A marketing strategy that targets several different market segments and creates separate communications for each is known as ________.

Answer 44

Differentiated marketing ## Footnote This contrasts with mass marketing and concentrated marketing.

Question 45

Which of the following is not a characteristic used by companies to segment a market? Loyalty status Operating characteristics Geographic location Benefits sought

Answer 45

Operating characteristics ## Footnote Characteristics used typically include loyalty status, geographic location, and benefits sought.

Question 46

Each of the following are ways marketers segment the market, except ________. Demographics Behavioral Industry size Psychographics

Answer 46

Industry size ## Footnote Common segmentation methods include demographics, behavioral, and psychographics.

Question 47

True or False: The purpose of a creative strategy is to ensure that all stakeholders are focused on a common goal.

Answer 47

True

Question 48

True or False: The creative process consists of a chronological list of activities executed in a specific order to keep all team members working together.

Answer 48

True

Question 49

True or False: The creative brief details the various creative activities required to develop the marketing campaign components.

Answer 49

True

Question 50

True or False: The creative team does not need to research the target market’s preferences prior to developing creative ideas for the campaign.

Answer 50

False

Question 51

True or False: The content and components of a creative brief will vary depending on the specific project.

Answer 51

True

Question 52

True or False: The focus of content writing and copywriting is to provide information to potential customers.

Answer 52

False

Question 53

True or False: Consumers use a standard process to make a purchase.

Answer 53

False

Question 54

Which of the following is not a format used in writing content? - Short / long term text - Images - Web copy - Audio - Video

Answer 54

Short / long term text

Question 55

True or False: The most common types of content used in marketing campaigns include web copy, ebooks, product descriptions, newsletters, case studies, brochures, infographics, tutorials, social media posts, white papers, and video scripts.

Answer 55

True

Question 56

True or False: Content writing is used to inform and educate potential customers while copywriting is used to convince potential customers to take action.

Answer 56

True

Question 57

True or False: In copywriting, an effective way to encourage the audience to engage is to write as if you are talking with them directly.

Answer 57

True

Question 58

True or False: The difference between copywriting and content writing is that copywriting is longer and provides more detail.

Answer 58

False

Question 59

All of the following are copywriting techniques to write engaging copy, except ________. Be engaging Use a conversational tone Highlight features over benefits Focus on the customer

Answer 59

Highlight features over benefits

Question 60

True or False: The use of keywords in both copywriting and content writing increase the ranking of the company in online searches.

Answer 60

True

Question 61

True or False: Content used for marketing only comes in various forms of written content.

Answer 61

False

Question 62

The stages of the marketing funnel include all of the following, except ________. Awareness Preference Interest Loyalty Advocacy

Answer 62

Advocacy ## Footnote Loyalty is often considered a post-purchase stage rather than a stage in the marketing funnel.

Question 63

True or False: When determining the right communication channels to use in a campaign, it is important to know what communication channels the target audience uses to gather information.

Answer 63

True

Question 64

True or False: The marketing funnel is a visualization of the customer purchase decision process and is consistent across industries.

Answer 64

False

Question 65

True or False: The marketing communications channels used in developing an IMC campaign include public relations, direct marketing, out-of-home, print media, broadcast media, digital marketing.

Answer 65

True

Question 66

True or False: An integrated marketing campaign is a set-it-and-forget-it process.

Answer 66

False

Question 67

What types of marketing content are used in the Top of Funnel stage of the marketing process? Blog posts Social media posts Videos Podcasts All of these

Answer 67

All of these ## Footnote This includes blog posts, social media posts, videos, and podcasts.

Question 68

True or False: Consumers use a standard process to make a purchase.

Answer 68

False

Question 69

True or False: IMC campaigns use a variety of communication channels as a cohesive unit to deliver a consistent message to reach the target audience.

Answer 69

True

Question 70

True or False: The marketing funnel is used by marketers to understand the customer’s purchase journey as it relates to the various communication channels.

Answer 70

True

Question 71

The type of content used in each stage of the marketing funnel is dependent upon the ________. Product Industry Target audience Sales process All of these

Answer 71

All of these ## Footnote This includes product, industry, target audience, and sales process.

Question 72

The marketing content used at the top of the marketing funnel includes all the following, except ________. Blog posts White papers Promotions Videos

Answer 72

Promotions ## Footnote Promotions are typically used in later stages of the funnel.

Question 73

The two stages of the middle of the marketing funnel are ________.

Answer 73

Consideration, Interest

Question 74

All of the following are traditional marketing communication options, except ________. Magazines Television Direct mail None of these

Answer 74

None of these ## Footnote All listed options are traditional marketing communication options.

Question 75

True or False: Direct marketing is focused on building one-on-one relationships with customers through direct forms of communication, including mail, email, social media, and texting.

Answer 75

True

Question 76

True or False: The focus of the interest stage of the marketing funnel is to make a case for why a potential customer should purchase the product/service.

Answer 76

True